Choose a product where you had fairly high involvement (and which was a non-rout
ID: 370271 • Letter: C
Question
Choose a product where you had fairly high involvement (and which was a non-routine purchase)
Describe your decision-making process and outcomes in the following format. A short description should follow each bullet point below (corresponding to each step in the process). Please attach a Word or pdf file with your response.
Consumer decision making
Need recognition: Actual state, desired state
Type of decision:
Pre-purchase search: Internal search, external search, extent of search (and why)
Evaluation of alternatives
Evoked Set, Inept set, Inert set
Evaluation criteria
Consumer decision rules: Compensatory, non-compensatory (Specific type with details)
Post decision behavior
Purchase
Trial / Repeat Purchase
When, where
Post purchase evaluation
Will you repurchase?
Explanation / Answer
The product I am going to write about it washing machine which i bought recently, which is a high purchase involvement purproduct and is purchased in a household once in on an average of 7-10 years.
Consumer Decision making
Need recognition:
Actual state: Clothes are soaked in detergent for an hour and the washed using hand. Washing process involves use of soap, rinsing in water for 2 times, rinsing with fabric conditioner third time and putting on a high surface so that water drains out and then drying in sun whihc takes around 12-20 hours depending on weather. Clothes like sheets, quilts, blankets , sweasters , jeans require a lot of manual work and need even more time for drying in sun.
Desired state: A washing machine which will reduce the effort required to wash clothes and will have an dryer which will dry clothes immediately or drying them in sun will take 3-4 hours. A washing machine which is suited for heavy duty clothes such as blankets and jeans. Clothes are washed once in a week for full family and high capacity washing machine will be required.
In general, consumer motives may be grouped into five types:
In this case, the purchase was to be made to optimize satisfaction
Type of decision
Pre-purchase search - Pre-purchase search included a research for
This took search of around 1 month which is mostly external search as listed below
External search:
- List down various features such as
These features were listed on basis of majorly 2 types of searches
1. Online e-tail websites
2. Visit to a store and detailed disussion about features of one particular washing machine
Brand shortlisting was a part of search as well and we shortlisted brands on basis on
Evaluation of alternatives
Major criteria to evaluate alternatives
Evoked Set, Inept set, Inert set
Evaluation criteria and Consumer decision rules
For feature selection decision rule was compensatory for example if one brand has a capacity of 6.8 L but no soak cycle, it was fine as it will give us more capacity.
For brand selection decision rule was non compensatory. For example, if we heard or read bad reviews about customer service of one brand in any instance, no matter what features were present. We refrained from considering the brand
For price the decision rule was compensatory to some extent unless it remains +10% budget.
We evaluated our evoked and inert set on our evaluation criteria and planned to buy whirlpool 6.8 L
Post Decision behavior
1.Purchase (when, where) - We purchased online from Amazon.We have been frequent shopper of Amazon and trust the service. Amazon called us and gave delivery schedule of our choice. Paid by card on delivery.
2. Post purchase Evaluation- We faced a minor issues in installation and whirlpool service cnetre representative visited our home and helped us resolve the issues and clear our questions. Working fine for last 4 months. Solves the purpose well. After 3 months of use, wrote a detailed positive feedback on Amazon
I will definitely re purchase whirlpool if requied and recommened other to buy